Xellular Identity - All About Mobile Content & Marketing: Do’s and Don’ts To Promote VAS On The Web

Today everyone is talking about viral marketing methods and the importance of a good PR agency... I was going through a few operators' websites and realized that while there are many good examples of web marketing, many operators don't really use their websites to build users' awareness to VAS. So here is my list of 'Do's and Dont's' to promote your ringback tones on the web (you can use it for other VAS as well):

1. Think of your users in everything you do

Some users probably don't know what a ringback tone (Caller Tone/ Caller Tune/ Answer Tone/ Funtone) is, while others never have set it before and need a simple and clear explanation how and where to set it. Some users were looking for something else at the operators' websites and made an impulsive decision to buy while others know what a ringback tones is and entered the website with a planned purchase. Keep in mind that you need to address all these different scenarios and more.

When Verizon Wireless’ users enter Verizon Wireless’ website they see a menu containing a list of features (Music & Tones/ Video/ Wallpaper etc). Also they see a short description of the ringback tones service.

There is a high correlation between content rank and number of selections. So being taken to the “Top 10” lists when pressing on the “Music & Tones” section is smart.

Also note the “What’s Hot” section - there are featured artists like Justin Timberlake and Christina Aguilera which leads me to the next tip:

2. Leverage existing consumer behavior

Justin Timberlake's or Christina Aguilera’s fans would be driven to press the link and look for any available content, whether it is a truetone, a ringback tone, a wallpaper or a video clip. Operators should leverage the emotional involvement with the artist and the existing user behavior to drive the need and drive the impulsive purchasing to download new content.

3. Bundle ringtones, ringback tones & other services together

When a user selects one of Christina Aguilera's ringtones offer (pop-up window or other way) her ringback tone as well. Other ideas for bundling content: 2 for 1, ringtone + ringback tone + wallpaper etc'.

4. Use of existing communities’ assets to promote services

Emotional involvement with the Manchester United soccer team for example, drives the fans' need to download. It also acts as a trigger for impulsive buying. Look for existing communities’ assets to promote your service.

5. Keep it short and simple

T-Mobile's users need to go through a lot of web pages to get to T-Mobile's mobile content.

Also, T-Mobile's users need to go through a lot of text to understand what a CallerTune (ringback tone) is and click through many web pages to get to the song catalogue.